London is a rewarding city to shop for sneakers when you give each part of the scene a little room. Soho brings together specialist sneaker retailers, streetwear labels, and brand stores. East London adds skate shops, independent fashion, and running culture. Oxford Street and Regent Street are useful for comparing brands, while Wembley and The O2 offer two separate outlet trips.
This guide covers 22 locations: 17 city-shopping stops and five outlets across Wembley and North Greenwich. Choose a few that match your interests rather than trying to visit every address. Store information was reviewed on November 8, 2026. Read the ASICS Oxford Street entry before planning around that branch; current operation still needs confirmation.
Build the trip around a few areas
For a short Soho visit, choose Footpatrol or Patta for the boutique perspective, OG Kicks if you want a resale comparison, or Salomon Sportstyle for that brand’s fashion-facing range. END., size? Carnaby Street and adidas Originals are alternatives, not extra stops you need to complete. Add an Oxford Street or Regent Street brand store for a specific purpose. HOKA is in Covent Garden; Progress Running Club, SNS, Slam City Skates and Goodhood belong to a separate East London plan.
If you already know the pair you want, save its product code, colorway, and size before you go. For discovery in Soho, compare Footpatrol’s multibrand footwear selection with Patta’s own clothing and London chapter products. Choose END. instead when you want to build a broader wardrobe around the shoes, or OG Kicks when the target is a resale pair. These visits answer different questions, even within the same neighborhood.
Where to browse sneakers and try running shoes
END. London
END. combines sneakers with a broad clothing and accessories selection, making it a good Soho starting point if you think about footwear as part of an outfit. The London store is at 59 Broadwick Street. It works especially well for a browse that moves between shoes, outerwear, and the smaller details that make a look your own.
Use the visit to compare proportions on foot. A slim, low-profile sneaker sits differently under wide trousers than a mesh runner with a substantial sole. Seeing the clothing and footwear together can help you choose something you will wear often, even when it was not the shoe you came in expecting to buy.
For a collaboration or a scheduled launch, check END.’s release instructions before traveling. Participation, payment, and collection can depend on the release.
Address: 59 Broadwick Street, Soho, London W1F 9QS, United Kingdom. Check END.’s London listing.
Footpatrol London
Footpatrol has been part of the sneaker scene since 2002. Its own store profile names Nike, Jordan, adidas Consortium, New Balance, and Salomon, alongside in-house products and collaborations. The Berwick Street shop is a focused stop for people who enjoy comparing a retailer’s selection across brands.
The interesting comparison is often between familiar silhouettes with different materials, colors, or proportions. Bring a specific pair into the conversation if you have one in mind, but leave some time to see what else catches your eye. Footpatrol’s own collaborations are another way to explore the shop’s taste.
Address: 80 Berwick Street, Soho, London W1F 8TU, United Kingdom. Check Footpatrol London.
Published London hours are Monday through Saturday, 10 a.m. to 7 p.m., and Sunday, noon to 6 p.m. Footpatrol also has a Paris store; keep the London location selected when checking a launch or making a visit plan.
Patta London
Patta on Silver Place is a brand-led stop, so give the clothing and accessories as much attention as the footwear. Its London page lists chapter products, including London-branded clothing and smaller items. That makes it worth considering if you want something connected to the shop’s identity rather than simply another opportunity to find a sold-out sneaker.
Selected products are marked as in-store exclusives. If a particular chapter piece or collaboration is the reason for your visit, check the size and availability with the London team first.
Address: 6 Silver Place, London W1F 0JS, United Kingdom. Check Patta London.
Salomon Store London Soho
Salomon’s Broadwick Street location is a Sportstyle concept store. Its focus is footwear and selected accessories that bring technical design into everyday style. It is a useful stop if you want to compare the brand’s outdoor-derived shapes in person and see how they feel on foot.
Be clear about the job you need the shoe to do. A Sportstyle pair for daily wear and a shoe for regular trail running require different questions about fit, grip, and intended use. The Soho page lists Monday through Saturday hours of 11 a.m. to 7 p.m., with noon to 6 p.m. on Sunday.
Address: 18 Broadwick Street, Soho, London W1F 8HS, United Kingdom. Check Salomon Soho.
OG Kicks London
OG Kicks brings a resale and collector-focused option to Foubert’s Place. The business began in Brighton and opened its London store in 2023. Its published mix spans sneakers and streetwear, with buying, selling, and trading part of the company’s approach.
Resale shopping works best when you compare the actual pair in your size. Check the product code, condition, box, and included accessories before comparing prices. A premium over the original retail price may reflect scarcity or demand, but it does not tell you whether the shoe is the right purchase for you.
Ask how the retailer authenticates pairs and what remedy applies if a problem arises. If you want to sell or trade, confirm acceptance criteria and the process before bringing valuable shoes with you. The store also advertises pickup on selected items; make sure your order is eligible and ready before going.
Address: 19–21 Foubert’s Place, Carnaby, London W1F 7QE, United Kingdom. Check OG Kicks London.
size? Carnaby Street
size? Carnaby Street is another multibrand comparison point in Soho. The neighborhood’s official directory describes a mix that includes adidas Originals, Salomon, New Balance, ASICS, Jordan, and Carhartt WIP. Footwear sits alongside clothing and accessories, so it is useful for exploring sportswear through more than one label.
A low-profile court or terrace-inspired shape and a layered running silhouette can change an outfit in very different ways. Try more than one style if you are undecided, and compare the feel of the upper and sole as well as the color. There is no need to buy the most discussed release for the visit to be worthwhile.
Check a release’s specific instructions if exclusives are your priority. A size? release is not automatically exclusive to the Carnaby branch; check which location is participating.
Address: 32–34 Carnaby Street, London W1F 7DW, United Kingdom. Check the Carnaby location.
adidas Originals Foubert’s Place
Address: 8 Foubert’s Place, Soho, London W1F 7PD, United Kingdom. Check adidas Originals. This is the Originals-focused stop in the guide, distinct from the broader Oxford Street flagship.
Choose this store if you want to explore adidas through everyday sneakers, track jackets, and the brand’s sportswear heritage. The appeal is seeing how the footwear works with the rest of the collection, whether you prefer a complete adidas look or one piece mixed into your own wardrobe.
There is a London skate connection, too. Adidas’ announcement of the Carnaby Skate Spot described a space influenced by the Victoria benches and Southbank’s Undercroft pillars. Those references give the store a local story. Check the current skate selection rather than treating the original launch announcement as today’s program.
The branch lists Click and Collect and online ordering assistance among its services. If you plan to collect an order, wait for its readiness confirmation and check the collection requirements. Published hours are 10 a.m. to 8 p.m. Monday through Saturday and noon to 6 p.m. Sunday.
New Balance Oxford Street
New Balance Oxford Street brings running and lifestyle footwear together. It is useful whether you are comparing a daily running shoe or looking at a sneaker for regular casual wear. The official branch page lists a 3D foot scanner; check availability if you want to use it, and treat any measurement as a starting point for trying the actual model.
Tell the team what the pair is for, including how much walking or running you expect to do. Our New Balance guide adds context on the brand, while the store visit lets you judge width, heel hold, materials, and comfort for yourself.
Address: 287–291 Oxford Street, Mayfair, London W1C 2DR, United Kingdom. Check New Balance Oxford Street.
HOKA Covent Garden
HOKA’s Covent Garden store is the single-brand option on James Street. The official branch page covers running and outdoor footwear as well as apparel and accessories. If the brand’s substantial midsoles caught your attention, use the visit to compare how different models feel rather than choosing by sole height alone.
Explain whether you want shoes for road running, trails, or everyday walking. The store page links to its event program, so check that separately if you hope to join an activity. Listed shopping hours are 10 a.m. to 8 p.m. Monday through Saturday and noon to 6 p.m. Sunday.
Address: 2–3 James Street, Covent Garden, London WC2E 8BH, United Kingdom. Check HOKA Covent Garden.
Progress Running Club
Progress Running Club combines a running identity with an independent clothing selection. Its website brings performance and lifestyle interests together, with labels such as Brooks, HOKA, New Balance, Saucony, Satisfy, and Tracksmith in the wider brand mix. That is a reason to browse if running is part of both your routine and your personal style.
The shop is at 98 Commercial Street in Spitalfields. Use the current run-club and service information on its website if you want more than a shopping visit. For footwear, explain your usual distance and terrain so the comparison starts with your running needs.
Address: 98 Commercial Street, London E1 6LZ, United Kingdom. Check Progress Running Club.
SNS London (Sneakersnstuff)
SNS London has been on Shoreditch High Street since 2014. It gives East London sneaker shoppers a multibrand stop alongside the area’s independent fashion and skate shops. Build it into a Shoreditch visit if you would rather spend more time browsing than crossing back and forth to Soho.
The appeal of a specialist selection is the chance to compare different interpretations of a familiar shape: a heritage runner, a court shoe, or a more technical design. Look at materials and fit alongside the release story. An interesting collaboration is only one way for a pair to earn a place in your rotation. The floral-wallpaper interior pictured here is an archive view associated with the store’s early years; its capture date is unverified and it should not be read as the current layout.
The official SNS London page lists the branch and its opening hours. SNS also identified London as part of its store focus in its statement about the company’s next chapter. Use the London page for visit details and the retailer’s release instructions for any particular launch.
Address: 107–108 Shoreditch High Street, London E1 6JN, United Kingdom. Published hours are 11 a.m. to 7 p.m. Monday through Friday, 10:30 a.m. to 6:30 p.m. Saturday, and 11 a.m. to 5:30 p.m. Sunday.
If you are making an East London day of it, compare SNS with the different approaches at Progress Running Club, Slam City Skates, and Goodhood. Check the route between exact addresses and choose around your interests instead of assuming every store belongs in the same short walk.
Nike Factory Store Wembley
Nike Factory Store Wembley is one of three outlet stops in this guide at London Designer Outlet. It suits a visit where you are open to different models and colors, or when you will already be in the Wembley area. Plan it separately from the central London stores.
Keep a target budget and be selective about fit. Compare the exact shoe’s price with other available offers, check both shoes, and ask about the terms of any sale purchase. A factory-store format can make browsing worthwhile, but it cannot guarantee your size or the lowest price.
Address: London Designer Outlet, 42–45 Wembley Park Boulevard, London HA9 0TG, United Kingdom. Check Nike Wembley.
More city shops for sneakers, skate and running
The next group broadens the choice beyond the first Soho stops. Oxford Street and Regent Street offer brand-focused visits, while Slam City Skates and Goodhood add distinct reasons to spend time in East London.
adidas Flagship Store London
The adidas flagship at 425 Oxford Street covers training, running, soccer, and everyday sportswear. Compared with the Soho Originals store, it offers a broader starting point for someone whose shopping spans performance footwear and casual style. Its official service list includes a Run Lab; check the branch’s booking and availability details if fitting support matters to your visit.
Address: 425 Oxford Street, London W1C 2PG, United Kingdom. Check the adidas Oxford Street flagship.
Nike Oxford Circus
Nike Oxford Circus is the Regent Street address in this guide, not a generic name for every Nike shop around Oxford Street. Its official page lists services including NSRL Form with a reservation and Jersey By You. Check the service requirements before planning around either, and use this exact branch when asking about a shoe or release.
Address: 253–259 Regent Street, London W1B 2ER, United Kingdom. Check Nike Oxford Circus.
On Flagship Store London Regent Street
On’s Regent Street flagship brings the Swiss brand’s footwear and apparel together with a community space used for talks, workouts, and events. It is worth considering if you want to compare On models in person. Tell the team whether the pair is for running or daily wear, and check the current event calendar separately from normal shopping hours.
Address: 169–173 Regent Street, London W1B 4JF, United Kingdom. Check On Regent Street.
ASICS Oxford Street
ASICS at 527 Oxford Street is listed in the shopping street’s directory, which publishes regular opening hours. The ASICS LDNX event program also documents activity at this address on October 10, 2026. Together they support keeping the location in the guide, but the event itself is past and does not establish today’s services or stock.
Address: 527 Oxford Street, London W1C 2QL, United Kingdom. Check the Oxford Street directory.
Confirm before a special trip: a local directory lists regular hours, but November operation has not been confirmed through a current ASICS branch page. Ask about opening and any fitting service you want before building the day around it.
Slam City Skates East London
Slam City Skates brings a working skate-shop perspective to the East London route. Its history goes back to 1986, and the Dray Walk shop opened on Go Skateboarding Day in 2017. The store describes a range that runs from beginner complete skateboards to boards, clothing, and footwear. It is a useful choice when you want to discuss how the shoes will perform on a board, not just how they look.
Address: 10 Dray Walk, The Old Truman Brewery, London E1 6QL, United Kingdom. Check Slam City Skates East London.
Goodhood
Goodhood offers an independent fashion perspective at 15 Hanbury Street. Give yourself time to look beyond a single shoe and consider how footwear works with the clothing around it. Its official address page lists weekday and Saturday hours of 11 a.m. to 7 p.m., and Sunday hours of 11:30 a.m. to 6 p.m. Use Hanbury Street when planning, rather than an older Goodhood address.
Address: 15 Hanbury Street, London E1 6QR, United Kingdom. Check Goodhood’s current location.
Wembley and North Greenwich outlets: separate trips
Wembley and North Greenwich are different outlet destinations. London Designer Outlet groups Nike, adidas, and New Balance in Wembley. The O2 group here includes Nike and ASICS. Choose the complex that fits your plans, and compare likely travel time with the value of the shopping trip.
Nike Factory Store London ICON, The O2
Nike Factory Store London ICON is inside Outlet Shopping at The O2 in North Greenwich. It is an alternative to Nike Wembley, not another stop on the same outlet walk. Consider it when you are already visiting The O2 or want to browse Nike alongside the complex’s other stores. Check the price and terms for the exact pair rather than assuming every product is discounted equally.
Address: Outlet Shopping at The O2, Peninsula Square, London SE10 0DX, United Kingdom. Check Nike at The O2.
adidas Outlet Wembley
The adidas outlet at Wembley adds sportswear and footwear to a London Designer Outlet visit. Its own description includes casual sneakers, training shoes, and soccer footwear. Compare it with the Nike and New Balance options in the complex if you are open to more than one brand; keep the Oxford Street flagship and Soho Originals store separate in your plans.
Address: 37–39 Wembley Park Boulevard, London HA9 0TG, United Kingdom. Check adidas Outlet Wembley.
ASICS The O2 Outlet
ASICS at The O2 is the outlet option in North Greenwich. The shopping center’s directory lists daily hours of 10 a.m. to 8 p.m. If you are comparing running shoes, prioritize fit and intended use before the discount. This location is separate from the Oxford Street store, so direct any stock question to The O2 branch.
Address: Outlet Shopping at The O2, Peninsula Square, London SE10 0DX, United Kingdom. Check ASICS at The O2.
New Balance Wembley
New Balance is at unit 14 in London Designer Outlet. It adds another brand to the Wembley comparison without requiring a second outlet destination. Use the branch page to check the visit, and ask about the exact model and width if you are looking for a specific fit. Do not assume it offers the same selection or services as New Balance Oxford Street.
Address: London Designer Outlet, Unit 14, Wembley Park Boulevard, Wembley HA9 0FD, United Kingdom. Check New Balance Wembley.
Fit, releases and purchase conditions
UK, US men’s, US women’s, and EU sizing are not interchangeable. Check the model’s size chart, wear the socks you expect to use, and judge length, width, and heel hold while trying it on. Our sneaker sizing and fit guide helps you prepare for that comparison.
For a release, verify the date, participating branch, and purchase process. For an ordinary purchase, establish the return or exchange terms before paying, especially if you will soon be leaving the UK. Keep the receipt and check prices in pounds sterling (GBP), including any currency-conversion cost from your payment provider.
If a fitting service, order pickup, or group run is central to the visit, check its booking requirements directly. Store opening hours and service availability are different things. Plan your first stop around the appointment or product that matters most, then leave the remaining time for browsing.
London sneaker shopping questions
Where should I start shopping for sneakers in London?
Soho is a practical first area for this selection. END., Footpatrol, and size? offer multibrand browsing; Patta brings its own streetwear identity; OG Kicks adds resale; and Salomon and adidas Originals offer brand-focused visits. Pick the mix that interests you instead of treating them all as mandatory stops.
Which stores are useful for running shoes?
New Balance Oxford Street, HOKA Covent Garden, On Regent Street, and Progress Running Club are options to consider. Adidas Oxford Street also lists running-focused services. Check the exact service, appointment requirements, and available models. ASICS Oxford Street’s current operation still needs confirmation; check its entry before planning around it.
Where can I look for a sold-out or collectible pair?
OG Kicks is the resale-focused store in this list. For launches at retailers such as Footpatrol, END., size?, or SNS, follow the retailer’s release instructions. Compare the exact size, condition, price, and purchase protections before deciding.
Should I choose Wembley or The O2 for outlet shopping?
Wembley groups Nike, adidas, and New Balance in this guide. The O2 group includes Nike and ASICS. Choose around the brands you want and the rest of your day, then check the journey. These are separate destinations, and neither guarantees a particular discount or model.
Choose the stops that match the purchase
A strong first shortlist might be Footpatrol and Patta in Soho, a brand store for a pair you want to try, or an East London visit built around SNS, Slam City Skates, and Goodhood. Give running-shoe fittings enough time, and add an outlet trip only when it serves your plans. The best purchase may be the pair that fits your life rather than the one that was hardest to find.
A quick note before you go: Some images are archival or edited. Stores change, and the pairs in these photos may no longer be available. Use the guide to find places you’ll enjoy, then check the address, hours, and any sneaker you have your eye on before heading out. The store may look different when you visit.
